Domino’s Pizza. The one everyone knows, whether they like the pizza or not. Domino’s is a franchise. Each Domino’s Pizza is independently owned and operated, but buys from the main business and kicks back a percentage of profits towards an advertising and marketing fund.
I don’ t think I am ancient, but I do remember when Domino’s Pizza went national. I was a kid. Believe it or not, it was the first high-profile big brand pizza to go national. One-eight-hundred-dominos (1800-D-O-M-I-N-O-S). I hated it, because it wasn’t at all like New York pizza. By the time I moved into a dorm in Ohio, it was very popular. When I visited friends in NYC, they liked it for the take-out expediency, but didn’t consider it “real pizza”.
When we think of Domino’s, we think of the pizza we like (not necessarily Domino’s pizza), and we think of Domino’s advertising, and that Domino’s delivers in 30 minutes. Red white and blue box. Big lighted signs. Coupons in the mailbox. Little cars with big plastic Domino’s signs attached with rubber bands. Television commercials. Whether you like Domino’s pizza or Sals’ or Tony’s, you may settle for Domino’s simply because “Domino’s Delivers”.
Did you see the latest “Domino doors” advertising? It’s great. Domino’s Pizza Delivers, so now Domino’s is putting doors (delivery points) in parks and other public spaces, so people can order pizza and have it delivered in 30 minutes or less, even though they aren’t home. Back to basics, a brilliant move for our cell phone era.
In August, Marketing Direct interviewed Robin Auld, Domino’s Marketing Director in Europe. The killer question asked? What is the most important marketing channel for Domino’s. Would you believe the answer was search marketing?
Q: Email, direct mail, door drops, what’s the most powerful acquisition channel for Dominos?
A: In terms of acquisition I would have to say search marketing online; we do pay-per-click (PPC) and also search engine optimisation as well. People go to Google and search for pizza so it’s important that Domino’s is up there.
Search engine optimization (SEO) at the top of the list of most important marketing channels. And this from the guys who produce all that amazing advertising, beautiful branding, direct communications like door-to-door coupon drops, dedicated promotional trucks sent to community events, and the clever “Domino Doors” campaign sweeping Europe (helping us forget that that US Domino’s employee arrest fiasco earlier this year).
Take away? Search marketing is essential, even for the biggest budget brands. Read the interview to see a bit more about Domino’s PPC and SEO targets.